If you want to monitor the value of your print campaign, you must first identify your campaign objective. Want to gain more customers and conversions? Do you want to increase the number of attendees at an event? Do you want to encourage more traffic to your website?
Regardless of the reason for your campaign, you need to set clear goals to track the success of your campaign. A clear call to action for your print campaign will help you keep a track of your major campaign milestones.
If your goal is to gain as many sign-ups to an event as humanly feasible, a clear CTA of an Eventbrite link or sign-up form is going to be at the top of your priority list.
Monitor Website Data
One of the most basic ways to gather and collect website data from the start to finish of a print campaign is to utilise Google Analytics. If you don’t already have an account, we recommend creating one way before the launch of a print marketing campaign. If you notice a significant markup in traffic to a page you directed people to on the campaign, you can presume that this increase is linked to the efficiency of the campaign. The best part of Google Analytics is that it enables you to segment your users behaviourally, geographically, demographically and psychographically. This is valuable as it gives you a rich insight into your audience, that may help to influence future campaigns.
A discount code such as use ‘10%OFF’ at the checkout, will not only likely increase sales, and bring joy to your customers. But it also makes it easier to track the exact origin of a conversion. Discount codes have become so popular, that many online shoppers now expect them, and could be the deciding factor between choosing you over a competitor and vice versa. It is important to make sure that your discount codes are properly tested before launch to avoid a long line of unhappy customers and an abandoned shopping cart.
Another great way to ensure ROI data accuracy is to create a unique campaign URL. A QR code that leads to a campaign specific URL or landing page. Is not only a fun way for your customers to engage. It also enables you to find the exact origin of a conversion, which allows you to retain the data needed.
Quality Print Material
Spending a little more marketing budget on attractive and long-lasting print products, such as the z card and infinity card, will only pay off for your print campaigns in the long run. Customers will be less likely to throw print campaigns directly into the trash when time and effort has been put into the campaign.
Direct mail marketing is the most effective when a plan is put in place to monitor ROI. Monitoring ROI lets you find out how well your campaign has worked and how you could use the data to improve any future print campaigns.
There’s no reason not to implement one or all of these ROI monitoring strategies in your next print campaign.